IMC 304 COMPREHENSIVE EXAMS ANSWERS AND
QUESTIONS SET A+
✔✔Earned Media - ✔✔Word-of-mouth buzz, social media, pr, etc. I.e., shares of content
by people not in the organization.
✔✔When determining the Media Mix, what two categories are considered? -
✔✔Composition and coverage.
✔✔What is composition? - ✔✔Specialty media.
✔✔What is coverage? - ✔✔Mass media.
✔✔What decisions are considered in the Media Mix? - ✔✔Reach, frequency, relevance,
impact, and budget/cost.
✔✔What is reach? - ✔✔% of target audience exposed to media. GRPs over frequency.
✔✔What is frequency? - ✔✔The number of times media is seen by target audience, on
average. GRPs over reach.
✔✔What is impact measured by? - ✔✔GRPs/TRPs, which are reach times frequency.
✔✔How do you evaluate media schedules? - ✔✔By who has the highest GRPs/TRPs.
✔✔Account planning is an agency function with a responsibility for representing the
_______. - ✔✔Voice of the consumer
✔✔Another name for account planner is _______. - ✔✔Brand strategist
✔✔Account planning originated in what country? - ✔✔England
, ✔✔The account planner in an agency determines ____. - ✔✔the strategic idea the
message will communicate
✔✔Which of the following is NOT one of the three fundamentals noted by Chiat/Day as
a means to superior creative work? - ✔✔Advertising must be clever and entertaining.
(Noted: advertising must be noticed, empathize with the consumer, and be on the
leading edge of change.)
✔✔The first step in the planning process that the planner should do is _______. (In
class we talked about Oreos) - ✔✔Experience the brand.
✔✔Jon Steele, Planner for WPP's quote from class is "Without ______ we are flying in
the dark...." - ✔✔research
✔✔To find insights, a planner can use the _______ process. - ✔✔inquiry
✔✔For a planner, finding insights is similar to what other type of profession? -
✔✔detective
✔✔Account planners typically rely more on _____ data to derive insights. -
✔✔qualitative
✔✔Planners always do ____ research first because it is cheaper, quicker and more
accessible. - ✔✔Secondary
✔✔A principle we discussed in class and in the book indicates the importance of
consumer insights. This principle suggests that you don't persuade people, they
______. - ✔✔Persuade themselves
✔✔It is said that it is important to put yourself in another's position. The quote the book
uses to illustrate this is ____. - ✔✔To learn to be a bullfighter, you must first learn to be
a bull.
✔✔Advertising/Communication today is a ______ driven process. - ✔✔Reciever
✔✔According to Hitting the Sweet Spot, the 5th P of marketing emphasized in IMC and
Planning is - ✔✔Personalization
✔✔Identifying and organizing groups of people based upon lifestyle, social class,
attitudes or personality is referred to as __________. - ✔✔Psychographic Segmentation
QUESTIONS SET A+
✔✔Earned Media - ✔✔Word-of-mouth buzz, social media, pr, etc. I.e., shares of content
by people not in the organization.
✔✔When determining the Media Mix, what two categories are considered? -
✔✔Composition and coverage.
✔✔What is composition? - ✔✔Specialty media.
✔✔What is coverage? - ✔✔Mass media.
✔✔What decisions are considered in the Media Mix? - ✔✔Reach, frequency, relevance,
impact, and budget/cost.
✔✔What is reach? - ✔✔% of target audience exposed to media. GRPs over frequency.
✔✔What is frequency? - ✔✔The number of times media is seen by target audience, on
average. GRPs over reach.
✔✔What is impact measured by? - ✔✔GRPs/TRPs, which are reach times frequency.
✔✔How do you evaluate media schedules? - ✔✔By who has the highest GRPs/TRPs.
✔✔Account planning is an agency function with a responsibility for representing the
_______. - ✔✔Voice of the consumer
✔✔Another name for account planner is _______. - ✔✔Brand strategist
✔✔Account planning originated in what country? - ✔✔England
, ✔✔The account planner in an agency determines ____. - ✔✔the strategic idea the
message will communicate
✔✔Which of the following is NOT one of the three fundamentals noted by Chiat/Day as
a means to superior creative work? - ✔✔Advertising must be clever and entertaining.
(Noted: advertising must be noticed, empathize with the consumer, and be on the
leading edge of change.)
✔✔The first step in the planning process that the planner should do is _______. (In
class we talked about Oreos) - ✔✔Experience the brand.
✔✔Jon Steele, Planner for WPP's quote from class is "Without ______ we are flying in
the dark...." - ✔✔research
✔✔To find insights, a planner can use the _______ process. - ✔✔inquiry
✔✔For a planner, finding insights is similar to what other type of profession? -
✔✔detective
✔✔Account planners typically rely more on _____ data to derive insights. -
✔✔qualitative
✔✔Planners always do ____ research first because it is cheaper, quicker and more
accessible. - ✔✔Secondary
✔✔A principle we discussed in class and in the book indicates the importance of
consumer insights. This principle suggests that you don't persuade people, they
______. - ✔✔Persuade themselves
✔✔It is said that it is important to put yourself in another's position. The quote the book
uses to illustrate this is ____. - ✔✔To learn to be a bullfighter, you must first learn to be
a bull.
✔✔Advertising/Communication today is a ______ driven process. - ✔✔Reciever
✔✔According to Hitting the Sweet Spot, the 5th P of marketing emphasized in IMC and
Planning is - ✔✔Personalization
✔✔Identifying and organizing groups of people based upon lifestyle, social class,
attitudes or personality is referred to as __________. - ✔✔Psychographic Segmentation
